BUAD301 Lecture Notes - Lecture 7: Marketing Channel, Non-Disclosure Agreement, Disintermediation

• School: University of Delaware
• Department: Business Administration
• Course: BUAD301
• Professor: Michal Herzenstein

Document Summary

Marketing channels: consumers have become more demanding. The information is valuable and can be doubly valuable if channel partners trust one another and share it. The trend today is toward disintermediation: a wholesaler with buying power and excellent warehousing could act alone, wal(cid:373)a(cid:396)t does(cid:374)(cid:859)t (cid:374)eed a (cid:449)holesale(cid:396)(cid:859)s (cid:271)u(cid:455)i(cid:374)g po(cid:449)e(cid:396) (cid:271)ut (cid:455)ou(cid:396) lo(cid:272)al i(cid:374)(cid:858) (cid:374) In other situations, a wholesaler will sell straight to retailers or straight to consumers. International marketing channels: some third-world countries lack good intermediary systems. In these countries, firms are on their own in terms of selling and distributing products downstream to users: other countries have elaborate marketing channels that must be navigated. Limited-service wholesalers offer fewer services to their customers but lower prices. Agents must work under a licensed broker who is legally responsible for them: broker a real estate agent who is licensed by the state and has taken their education a bit further.